Search Engine Optimization and Payperclick Marketing

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Search Engine Optimizationand Pay-per-click
Marketing

• Bob Bandy
• 303-693-0730
• www.actis-emarketing.com

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Referrals to Web Sites
Source Georgia Institute of Technology GVU Survey
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Search Engine Statistics

• Search engines are the top way consumers find new
  web sites online, used by 73 of those
  surveyed.(Forrester, March 28, 2001)
• Users looking for products are far more likelyto
  type the product name into a search
  engine'ssearch box (28) than browse
  shopping"channels" (5) or click on ads
  (4)Jupiter Media Metrix NPD, March 2001

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Search Engine Statistics

• 97 percent of Fortune 100 companies had some type
  of site architecture problem that might give them
  problemsbeing found by search engines.iProspect,
  May 2001
• Nine out of ten web users visit a search engine,
  portal or community site each month. They also
  revisit frequently,nearly five times per
  month.Nielsen//NetRatings, May 2001

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Search Engines vs. Directories

• Search engines index web pages by use of software
  robots, also called spiders
• Each engine searches and indexes differently
• Bargain shotgun submittals to 1000s of search
  engines are ineffective as well as dangerous
• Only human effort will consistently get you high
  positions in search engines
• Trend is toward paid submission models

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Improving Your S.E. Listing Positions

• Select keywords based on research
• Use optimized and proper meta tags
• Keep your descriptions relevant to your site
• Avoid spamming
• Submit multiple pages
• Get as many links to your site as possible

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Selecting Keywords

• What words/phrases will people use?
• Choose phrases of at least two words
• Each page may target different keywords
• Position keywords in strategic places with most
  important first
• Make sure that keywords are on each page
• Beware of over-used or general words

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More on Keywords

• Monitor your competition to see what keywords
  they are using...
• Dont use keywords with little or no relevancy to
  your site
• Use selected words or phrases in strategic areas
  (body text, titles, tags, URL, etc.).

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Meta Tags

• Part of HTML seen by search engines only
• Useful way to control site summary in some
  listings
• Provides keywords and descriptions on pages
• MAY (but not always) boost your page's relevancy
  (some engines ignore)
• Search engines may use all or part of
  descriptions and keywords.
• Usage of tags is helpful, but not the only
  solution

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Search Engine Optimization

• Title Tag
• Description Meta Tag
• Keywords Meta Tag
• HTML Body Text
• Alt Tag
• Internal Link Structure
• Link Popularity

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No Spamming

• Spamming a search engine is
• Repeating words in meta tags too often
• Repeating words in body text in small font
• Repeating words in body text in background color
• Repeatedly submitting the same or similar pages
• Submitting duplicate pages
• Search engines can detect and
• Downgrade site listings
• Ban listings

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Submit Pages

• Manually submit your pages
• Use Add URL link
• Follow guidelines exactly
• Ensure in-depth searches with more than one page
• Read Search Tips Tricks section
• Check listings re-submit if needed
• Consider outsourcing to experts who stay on top
  of the rapidly changing rules

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Avoid Stumbling Blocks

• Avoid use of 100 Flash on important pages, esp.
  the home page
• Avoid use of frames whenever possible
• Spiders cant read whats in a graphic
• Use ALT tag to identify
• Pages created dynamically are difficult
• Password protection also keeps spiders out
• Avoid duplicate sites

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Link Popularity

• Some engines weigh link popularity in rankings
• Locate other websites with associated interests
• Vertical Market Portals
• Trade Associations
• Manufacturers
• Resellers
• Vendors
• Ask permission first, create the link, and
  reciprocate
• Build good directory listings

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Search Engine Reach
Source Net Ratings for June 2002
Reach of U.S. web users visiting site during
month
KEY MSNMSN, YHYahoo, GGGoogle, AOLAOL,
AJAsk Jeeves (Teoma), ISInfoSpace (Excite)
OVROverture (GoTo), AVAltaVista, NSNetscape,
LSLookSmart, LYLycos (FAST) DPDogpile.
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Search Engine Reach
Source Net Ratings for June 2002
Reach of U.S. web users visiting site during
month
KEY MSNMSN, YHYahoo, GGGoogle, AOLAOL,
AJAsk Jeeves (Teoma), ISInfoSpace (Excite)
OVROverture (GoTo), AVAltaVista, NSNetscape,
LSLookSmart, LYLycos (FAST) DPDogpile.
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Search Engine Reach
Source Media Metrix March 2002
Reach of U.S. web users visiting site during
month
KEY MSNMSN, YHYahoo, GGGoogle, AOLAOL,
AJAsk Jeeves, LSLookSmart, ISPInfoSpace,
NSNetscape, OVROverture (GoTo).
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Buying Your Way In

• Banner Ads on search sites, keyword-linked, CPM
• Paid Placement position on page varies with SE
  amount paid, but not part of main results (/mo.)
• Paid Inclusion more deeply listed, no specific
  position, shows up in main search results (/yr)
• Paid Submission fee for express submittal (/yr)
• Pay-per-click pay-for-position

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Pay-per-click Pay-for-position

• Overture the pioneer and the largest
• Google, Looksmart also major players
• Only pay when someone clicks on your ad
• Position based on maximum cost per click youre
  willing to pay
• Can cap cost per day or per month

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Pay-per-click Pay-for-position

• Ads are live anywhere from immediate to 1 week.
• Paid ads are passed to partner sites for searches
  done there
• Good tracking ability
• Great for jump starting your campaign

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Overture(formerly GoTo)

• Minimum 50 to open account
• Minimum click cost of 20 per month
• Keywords and Ads must be approved by editors for
  relevance and style 7 day review
• Partner sites include Yahoo, MSN, Ask Jeeves,
  Lycos, Infospace

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Google Ad Words

• No deposit, no monthly min., 5 startup
• Multiple ads / keyword to test CTR
• Ads go live instantly
• Target ads by country or language
• Has impressions and clicks predictor tool
• Partner sites include AOL, Netscape, Ask Jeeves,
  Lycos, Earthlink

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Looksmart

• Was a directory similar to Yahoo until Spring
  2002
• Hybrid pay-per-click directory
• Flat rate of 15 cents per click
• Keywords come from the directory description
• Additional keywords can be purchased
• Provides first set of results in MSN

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Additional Pay-per-click Search Engines

• Find What
• 7 Search
• Ah Ha
• Kanoodle
• eSpotting (Europe)

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Directories

• Created and edited by HUMANS
• Catalog composed of submissions
• Tree structure
• Starts broad, then narrows
• Catalogs address, keywords, description
• Limited keyword search capability
• Does not use spiders or crawlers. All info is
  categorized and entered by humans.

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The Major Directories

• Yahoo www.yahoo.com
• Staff Editors
• Open Directory www.dmoz.org
• Volunteer Editors, Feeds Googles Directory

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Directories

• Yahoo - The largest
• Carefully choose category, title description
• Keywords in description are critical
• Expect to use Express review on Yahoo! (299 /
  year) Inclusion not guaranteed
• One shot get it right the first time!
• Will help positions in Google

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Hiring a Professional SEO Company

• Things to be cautious about
• Guarantees (most have holes)
• Pay-for-position pricing
• Use of IP Delivery or cloaking
• Use of submission software
• Having a firm host your optimized pages
  separately from your website (you are held
  hostage)

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Hiring a Professional SEO Company

• Questions to ask
• Overall methodologies used?
• Do they perform keyword research?
• How long do they spend on keyword research?
• Optimize home page only, or multiple pages?
• Do they use doorway pages (last resort only)?
• Can they provide examples of results?

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Summary forSearch Engine Success

• Understand how search engines and directories
  work
• Optimize directory listings
• Optimize web pages based on keyword research
• Manually submit pages to the primary engines and
  directories
• Track results, analyze, adjust, and resubmit to
  increase rankings
• Consider hiring a professional who stays current
  with all the changing aspects of SEO

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Thank You!

• Bob Bandy
• Actis eMarketing
• 303-693-0730
• bbandy_at_actis-emarketing.com
• www.actis-emarketing.com

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